Carousell Vertical Newsletter
Problem statement:
As a marketplace, users in Singapore are mostly familiar with Carousell as the go-to place for general goods and everyday items such as clothes, phones and gadgets.
There is low awareness of other vertical categories on the platform for bigger ticket items such as Autos, Property and Services.
Limitations:
Targeted users may not be in the right life-stage, yet to make a purchase in either of these categories. Moreover, there are also no explicit indicators in-app to identify such potential users.
Solution:
To tackle this issue, a series of EDMs were crafted as a weekly/bi-weekly newsletter, targeted at browsers of affinity categories, via a newsletter which featured bite-sized listicles and editorial-styled content.
Autos & Property themed EDMs which featured user stories, blog posts and educational guides for potential home and car owners.
"Did you know you could find these in Singapore?!"
Contextualised EDM based on seasonal trends & observations - Popularity of EVs worldwide, top search terms in bicycles during COVID etc.
Surfacing interesting and unique listings across all categories.
